Avg Time to Convert, PostHog

Avg Time to Convert for PostHog stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it.

Metrics type: Supporting Metrics • Category: Analytics

At a glance

Avg Time to Convert is a funnels metric tracked from PostHog data. It measures how long, on average, a converting user takes to travel from the first funnel step to the last. PostHog calculates it from the timestamps of each user’s funnel events, so it reflects real elapsed time, not session count. A rising figure can signal added friction or longer deliberation; a falling one often means a smoother, more decisive path to purchase.

What it counts	The average elapsed time between the first and last step of the primary funnel, for users who converted.
Sample type	Backend API data from PostHog funnel insights, refreshed on the standard data refresh.
Why it matters	Time to convert reveals hesitation and friction that a flat conversion rate hides. A lengthening journey is often the first sign a step got harder.
Reading the value	Compare the current period against the prior period. Rising time usually means more friction or longer consideration.
Currency	count
Time window	30D vsP
Alert trigger	-
Sentiment key	ph_funnel_time_to_convert
Roles	owner, marketing

Calculation

Calculated automatically from your PostHog data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.

Worked example

A representative reading of Avg Time to Convert for a typical merchant on PostHog. Suppose converting users typically take about 12 minutes from first pageview to purchase. After a shipping-cost change on 30 Apr 26, that average climbs to 21 minutes, with no change in overall conversion rate. The longer journey suggests buyers are now hesitating, perhaps comparing the new shipping cost, even though most still convert. Cross-reference Biggest Funnel Step Drop-off to see whether the added time clusters at one step. For deeper investigation, use Vortex Mind to trace upstream causes; for natural-language exploration, ask Ask Viq.

Sibling cards merchants should reference together

Card	Why merchants reach for it
ph_funnel_conversion	Funnels sibling: the overall conversion rate.
ph_funnel_dropoff	Funnels sibling: where users abandon most.
ph_paths_top_route	Funnels sibling: the most common route taken.
pos_avg_session_duration	Engagement sibling: average session length.
ph_replays_with_rage_clicks	Session Replay sibling: frustration during the journey.

Reconciling against the vendor’s own dashboard

Where to look in PostHog’s own dashboard:

In PostHog, open your primary funnel insight and switch to the time-to-convert view. PostHog reports the average and distribution of conversion times for users who completed the funnel. The average there should align with this card.

Why the Vortex IQ value may legitimately differ:

Reason	Direction	What to do
Conversion window. A long window admits slow converters that lift the average.	Variable	Match the conversion window.
Average vs median. A few very slow converters skew the mean; PostHog can show median too.	Variable	Compare like for like.
Funnel definition. Different first or last steps change the elapsed time measured.	Variable	Confirm the funnel steps.

Cross-connector reconciliation: complement with sibling cards in the same category for the full diagnostic picture. For divergence investigations, use Vortex Mind.

Known limitations / merchant FAQs

Q: How often does Avg Time to Convert update? The card refreshes on the standard data refresh (typically every 30-60 minutes for live integrations). For real-time signals, force a manual refresh from the dashboard.

Q: Why is my average so long? The average includes everyone who converted within the window, including users who returned over several days. A long conversion window pulls slow buyers into the figure. Consider the median for a more typical read.

Q: Does a shorter time to convert mean a better store? Usually, but not always. A very short time can also mean only your most decided buyers convert while hesitant ones drop. Read it alongside conversion rate and drop-off.

Q: Can I customise the alert threshold? Yes, alert thresholds are configurable per profile in the Alert Rules tab. Adjust to match your business baseline rather than relying on the generic default.

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Tracked live in Vortex IQ Nerve Centre

Avg Time to Convert is one of hundreds of KPI pulses Vortex IQ tracks across PostHog and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English.

Start for free or book a demo to see this metric running on your own data.